When a brand new medium reveals up that allocates consideration, somebody comes out forward.

They win a Google search, amass a ton of FB followers, hit the jackpot on Twitter and even Clubhouse.

“They picked me!” and the eye feels inevitable. Others see the pennies from heaven and rush in to observe, keen for his or her share of visitors.

However there isn’t a “they” and also you weren’t picked. The algorithm must ship consideration someplace, and for some time, it despatched it over there. However it nearly definitely received’t final. As a result of the ecosystem is altering, on a regular basis.

You possibly can’t publish on a identical platform twice, as a result of the second time, it’s not the identical platform because it was final time.

We have now an opportunity to do work we’re happy with, and to do it for individuals who care. And perhaps we are able to do it in a manner that can cause them to inform the others. Visitors from an algorithm isn’t the purpose, it’s a random bonus.

No sense being a puppet, particularly should you can’t make sure who’s pulling the strings or why.